What exactly is rebranding? If the first two words that come to mind are “new logo,” or even simply “brand refresh,” please read on. In this month’s Branding Roundtable we explore rebranding as a core strategic business activity with a critical role in the lifecycle of brands (well, at least successful brands).

Given the importance of the subject, I reached out to three industry leaders with considerable experience in rebranding:

Bob Domenz, Founder and CEO of Avenue, a business-to-business brand strategy and activation firm based in Chicago. (While we usually have to rely on written answers to access our far-flung, global group of Branding Roundtable participants, I was able to sit down with Bob in his Chicago office and get a few of his answers on video, which I encourage you to watch.)

Morgan Holt, Global Principal Wolff Olins, the global integrated branding agency.

Austin McGhie, President of Strategy, Sterling Brands, a leading brand strategy consultancy.


Download the Full eBook Branding Roundtable #08

I asked each to weigh in on a series of key questions:

  • What’s the difference between brand evolution and a true rebrand?
  • What are the essential components of rebranding?
  • Is the rebranding process different than initial branding and, if so, how?
  • Are there risks in rebranding?
  • What are the most common mistakes – and causes of failures – when you rebrand?
  • How can you tell when it’s time to rebrand?
  • How is the rebranding process different for a corporation than a product or service?
  • Who in an organization should own the process?
  • What mix of talents should a client look for in an agency when looking for a rebranding partner?
  • What are good examples of successful rebranding?

Download the full Branding Roundtable eBook to get all the answers. Then come back here to leave your own comments and thoughts on the challenges and opportunities of rebranding.